Ideating the Logo

Here, I start where I always start, with a word list. Cocoloco is interesting, because their idea for a company is to showcase luxury, however their name conveys playfulness (combining "chocolate" and "crazy"). Combining these two would certainly prove to be an interesting design challenge.

And then, on to sketching. This time around, the focus was on symbolism, as illustrations didn't seem to quite fit what the company was looking for. The goal here was to get some fonts and stylings down, as well as some accents to see what we can put together.

Illustrating the Logo

Now it's time to put the ideas to screen. This allows me to experiment with different weights and fonts, different color applications on certain backgrounds, and brings us closer to what the logo is actually going to look like.

The focus here was more so on typography, with some room for shapes if they integrate well into the logo. I had to be very selective on what to include and edit so the brand was still internationally recognizable and attention-grabbing with simple imagery.

Option 1
This first logo plays with the idea of "loco" (craziness) through a bold spiraling design that instantly captures attention. The darker tone represents the richness of chocolate, while the vibrant orange embodies the diverse cultural flavors and distinctive twists. This option however is the least overtly upscale.

Option 2
‍This second one takes inspiration from the cocoa bean directly, while still being attention-grabbing with it's contrasting weights. It is the most upscale out of all the options, and what I thought eventually the company would go with.

Option 3
‍With this last one being a blend of the former logos, this took inspiration directly from the shape of the chocolate bar itself. It's the simplest, but arguably the most flexible of them all, working well with different colors and mediums. Not as recognizable, however, as the other two options.

Finalizing the Logo

Seeing as how maintaining an upscale brand was important to them, I was certain that they were going with the second option, as it had strong symbolism while still conveying luxury. I was surprised, however, when they wanted to go with:

Building the Brand

The fact that this is a chocolate company that makes diversity its' bread and butter means that I could convey that very simply by way of colors and fonts. Of course, the brand itself would have its' own branding style to adhere to, but keeping that part simple opens up ways to express diversity through other means apart from the core brand.

Typeface

Color Scheme

Business Card

Letterhead

Designing the Product

Creating the brand is all good, but the main focus here was designing some world-class, stand-out packaging. The process here was simple—each chocolate flavor was inspired by different countries, so the design of each package should be cohesive throughout but inspired by the country the chocolate was . The process here was simple — each chocolate flavor had inspirations from different countries, so the design of each package should be cohesive throughout, but inspired by the country the chocolate was taking its' flavors from.

With that in mind, what I did was look at traditional patterns from each country, and simplified them into a pattern that would resemble the spirals the Cocoloco brand was now adopting. This, combined with an embossing on each package that would elevate and differentiate the product from the competition in the literal marketplace, makes for an interesting and visually appealing packaging.

English Milk Chocolate

Italian Hazelnut Chocolate

Chili Mexican Chocolate & Fruity French Chocolate

Spanish Cinnamon Chocolate & Brazilian Coffee Chocolate